SMS is a great way for retailers to reach customers. Research has shown that 99.9% of all text messages are read and 95% are read within three minutes.
However, it’s an underused channel, says Mark Freeman, creative partner at mobile marketing agency Movement. He says: “It’s low-cost, can reach almost anybody and is ideal to use during busy periods like the January Sales.”
The key is the acquisition side – getting customers to opt-in and give you their mobile numbers.
Freeman says: “People are willing to provide their numbers if they see the benefit. Your point of sale, shelf wobblers and even till receipts should highlight the promotional benefits of opting in.”
Those benefits can include spot offers and Sales promotions, Sales previews and countdowns to when Sales are starting or ending.
He adds: “You can text customers to tell them when stocks of popular items they might like are running low, or even to provide helpful traffic news.”
If your store infrastructure supports it, you can also send mobile vouchers to boost in-store sales and discourage showrooming.
Freeman says: “Unlike apps or games, SMS doesn’t rely on smartphone ownership, pretty much every mobile in the world can receive text messages.”
However, once retailers have permission to text customers, they should do so sensibly rather than bombarding them with inappropriate and poorly targeted messages.
Freeman says: “Keep your brand’s tone of voice in your messages, and don’t use text-speak unless you’re specifically targeting younger demographics and it’s something that your brand would naturally do.”
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